The Programme

PROGRAMME STRUCTURE

ADMISSION REQUIREMENTS

Applicants should fulfil the following requirements:

1. be secondary school graduates (F.5);
2. possess 2 or more years of working experience;
3. have a reasonable command of written/spoken English

LANGUAGE MEDIUM

Cantonese (supplemented with English)
Course materials, mid-term assessments and final examinations will be in English.

YOUR ADVANCEMENT PATH

PDDE graduates are eligible to apply for the following programmes:

Master’s Degrees

• MBA Reg. 210545 (2.5 years)
  via Graduate Diploma of Management Reg. 211318
  Macquarie University Graduate School of Management, Australia
• MBA Reg. 252769 (18 months) (Chinese / English class)
  Glyndŵr University, UK

Bachelor’s Degrees

• BA(Hons) Business Studies (Marketing / Business Studies) Reg. 252020 (1 year)
  University of Greenwich, UK
• BA(Hons) (Business / Accounting and Finance) Reg. 252613/252612
  (3 years) (Chinese / English class)
  Glyndŵr University, UK

COMPLETION OF A MODULE AND AWARD OF DIPLOMA

Satisfactory Completion of a Module

A minimum of 70% attendance is required for satisfactory completion of a module. Failure to do so will disqualify the student from sitting for the final written examination. Students must obtain an aggregate of 50% at least in the mid-term assessment and the final examination. For the management report, the student is required to achieve a pass grade in the report.

Completion of the Professional Diploma in Digital Marketing

Completion of the PDDE Programme requires a student after initial registration to pass the continuous assessments and final written examinations of all seven modules in two consecutive terms. A candidate who has satisfied all the requirements will be awarded the Professional Diploma in Digital Marketing.

Unsatisfactory Performance in a Module

On failing any one module at the first attempt, the student may sit once only for the remedial examination in the following term by paying a fee. Participants who fail the remedial examination are allowed to retake the module by paying full module fees. However, the maximum time for participants to complete the whole programme is 2 years.

SYLLABUS

M1. Online to Offline (O2O) with KOL Marketing

• Aims
  • To provide students with the basic knowledge to understand the effect of online to offline (O2O) marketing and its applications
  • To identify the effect of KOL how the applications linking with the development and trends on digital marketing
• Contents
  • Golden Rules of O2O Marketing
  • KOL Marketing and influencer effect
  • Online Channels
  • Offline Channels
  • O2O Strategies for target markets
  • Showcase of successful O2O events
  • Legal aspects on O2O markets

M2. E-Commerce

• Aims
  • To provide students with the insights on using the Internet for B2B and B2C purpose
  • To help students to familiarise with the electronic marketing mix, business models and electronic commerce (EC) technologies
  • To learn the EC support services and formulate EC strategy for implementation
• Contents
  • Overview of Electronic Commerce
  • Internet Consumer Retailing
  • Business-to-Business EC
  • Other EC Model and Applications
  • EC Support Services
  • EC Strategy and Implementation

M3. Digital Marketing

• Aims
  • To learn an overview of various types of digital marketing, manage effective website, get insights from global online shopping studies, manage different types of social media, and understand the business model of social commerce.
• Contents
  • Digital Marketing Overview
  • Website Management
  • Online Shopping
  • Social MEDIA
  • social commerce (Group Buy)

M4. Digital Marketing and Information Technology

• Aims
  • To equip students with a thorough understanding of how information technology had changed the marketing system and the activities of business people within it.
  • To ensure all students are aware of the major impact of information technology on the commercial environment and potential customers’
    life style and buying habits.
  • To enable students with contemporary understanding of Big Data and related analysis tools in making marketing decisions.
• Contents
  • The Impact of IT on Marketing
  • Marketing Information Systems
  • The evolving“Digital” landscape and Marketing Strategy
  • IT Fundamentals for the digital era
  • Big Data
  • Data Analytics

M5. Display, Search and Mobile Marketing

• Aims
  • To learn the features, benefits and know-how of managing display advertising and search engine marketing, email marketing and
    mobile marketing campaigns.
• Contents
  • Display Advertising
  • Search Engine Marketing
  • Email Marketing
  • Mobile Marketing

M6. Strategic Digital Marketing

• Aims
  • To enable students to be an effective strategist and executor in digital marketing.
  • To train up students’strategic mindsets in digital marketing and branding decision making.
  • To equip students with the conceptual frameworks in formulating high-impact digital marketing strategies.
• Contents
  • Introduction to Strategic Digital Marketing
  • Corporate Strategy Decisions and their Marketing Implications
  • Business Strategies and their Marketing Implications
  • Identifying Attractive Markets
  • Formulating First-Rated Marketing Strategies with Digital and Social Media
  • Execution, Tracking, Evaluation and Control
  • Overview of Contemporary theories of Strategic and Strategic Marketing

M7. Management Report

• Write the Management Report under the supervision of the report guide appointed by the HKMA

Course contents of all modules may be subject to change if required without prior notice.

EXEMPTION

Applicants who have studied similar courses before can apply for exemptions for up to 2 modules (Management Report is a non-exempted module) of the programme.